- introduction to the marketing of tourism services - specifics of services marketing and tourism marketing - tourism and services, services definition, importance of services and their typology - examples - supply and demand on the services market, customer decision-making - marketing research in the field of services and tourism - marketing strategies of tourism companies - creation and implementation - marketing mix in tourism companies - different approaches - role of human factor in services - implementation of marketing tools - practical examples - marketing specifics of tourism companies and destinations - importance of rules, codex, certifications and branch standards Materials for each topic are during the semester available on Courseware, or in LMS Unifor. There are, if need be, specified further links for study sources. Verifying of students´ knowledge is based on those materials.